Apple’s Marketing Principles, 1977

7 years before Apple became a Fortune 500 company and while it was still operating out of Steve Jobs’ parent’s garage, Mike Markkula, hired by Jobs to head up Apple’s marketing department, wrote down these marketing principles for the fledgling company:

1. Empathyan intimate connection to the feelings of the customer: “We will truly understand their needs better than any other company!”

2. Focus “In order to do a good job of those things we decide to do, we must eliminate all of the unimportant opportunities!”

3. Impute people form an opinion about a company or product based on the signals it conveys.
“People DO judge a book by its cover. We may have the best product, the highest quality, the most useful software, and if we present them in a slipshod manner they will be perceived as slipshod; if we present them in a creative, professional manner we will impute the desired qualities.”

For the rest of his career Jobs focused obsessively on these principles: “When you open the box of an iPhone or iPad, we want the tactile experience to set the tone for how you perceive the product”, he said.
If you have ever opened one of these boxes you’ll know exactly what he means.

Apple is still living by these principles today and seeing that it’s 35th in the Fortune 500 list now (three spots ahead of Microsoft!) they seem to have worked for them. It makes sense for anyone running a business to laminate these principles and hang them on the wall to be reminded of them on daily basis, doesn’t it?

You can read about this and everything else about Steve Jobs’ life in Walter Isaacson’s excellent biography of Steve Jobs.

To your success!

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